By Ryan Hughes

CAMDEN, N.J. (CBS) — A long-time store owner in Camden was shot and killed in a brazen Tuesday morning robbery. Police are asking for the public’s help finding the killer.

“It’s heartbreaking, it’s really heartbreaking,” said Samir Morales, the victim’s sister.

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For the past 17 years, the Fortuna Mini Market in Camden has been Luis Morales’ second home, his livelihood.

But on Tuesday, the 40-year-old was shot and killed inside the store in the 1200 block of Louis Street.

“Someone took his life selfishly and it’s not fair. He has kids and I’m just lost for words honestly,” Morales said.

Candles now flicker on the sidewalk. On Wednesday afternoon, loved ones unfurled a banner on the side of Luis’ store, which has become a staple in this community.

“It hurts, unexpectedly. He wasn’t a bad person at all,” Morales said.

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Police say just before 11 a.m. Tuesday, they received calls for reports of a robbery.

Once inside the store, they found Luis Morales shot multiple times. He died a short time later at the hospital.

“This was his business, you know, his source of income to take care of his family and his kids,” Morales said.

Luis’ little sister says he had 10-year-old and 10-month-old boys and two grown daughters in Puerto Rico.

Now, the entire family is demanding answers and desperately wants his killer off the streets.

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“We want justice because. Who would do something so cruel like that? I just, I don’t get it,” Morales said.